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Yarra Valley Wines

Located less than one hour from Melbourne, the Yarra Valley is recognised as one of Australia’s foremost cool climate wine producing regions. The region is renowned for producing world class Chardonnay, Pinot and a wide range of varieties which are exported all over the world.

With an estimated 136,600 Chinese visitors in the year ending June 2019, the Yarra Valley is also one of Australia’s premier destination for Chinese wine and culinary tourists.

CALD Marketing has been implementing point of sale & customer engagement marketing projects to assist a Government Funded tourism boost to help the Yarra Valley be China Ready.

As a component of the Australian Government’s Export and Regional Wine Support Package, CALD were engaged in 2019 to deliver the Yarra Valley China Ready and Integrated marketing project, focussing on:

  • Development of a China engagement and marketing strategy
  • Delivery of a China Symposium to up-skill winery and tourism operators and strengthen regional capabilities
  • Design, translation and production of industry and consumer facing collateral and toolkits
  • Multilingual digital communication program including a WeChat Official Account, WeChat Mini-Program, Weibo and website
  • Chinese New Year activation with both online and offline activations including point-of-sale, packaging and customer service tools